Makeup has evolved beyond its traditional role as a tool for enhancing beauty. Now, it’s a symbol of empowerment, self-expression, and activism. With Gen-Z and Millennials getting socially and politically more vocal and aware, makeup is no longer just about aesthetics; it now serves as a powerful medium through which people challenge societal norms, break gender stereotypes, and amplify their voices.
As we celebrate women this month, we must recognise how the beauty industry plays a pivotal role in advocating for gender equality, sustainability, and ethical practices. From cruelty-free formulations to inclusivity-driven campaigns, beauty brands and influencers are using their platforms to champion change. They are redefining beauty standards and shaping a future where makeup is a form of resistance, confidence, and freedom.
Beauty and Activism
In recent years, makeup activism has challenged outdated beauty norms, promoting inclusivity and self-expression. It is no longer just about appearance, but also about representation, beauty empowerment, and bringing a change. Many women-led brands, like Nykaa, Kay by Katrina, and Renee Cosmetics, and influencers such as Bretman Rock and Alok Vaid-Menon, are using their platforms to advocate for gender equality, LGBTQ+ rights, upliftment of minorities, environment-friendly practices, and diverse representation across media.
For example, Fenty Beauty, founded by Rihanna, shocked the industry by launching 50 foundation shades to propel racial inclusivity in the makeup industry further and prove that beauty is for everyone. Similarly, influencers like Danessa Myricks (danessa_myricks) created their own brand to openly support inclusivity and queer rights, proving that makeup can become a movement for change. She has successfully created a diverse community, with her brand’s inclusivity and wide range of options which is highly acknowledged by Black women — who are often overlooked by makeup brands globally.
Expert Insights: Voices Shaping the Industry
Top makeup artists and beauty entrepreneurs increasingly view makeup activism as a push for greater inclusivity. Huda Kattan, Founder & CEO of Huda Beauty, once in a conversation with Harper Bazaar, said, “Being inclusive requires consistent effort and encountering challenges as we’re trying to change an embedded narrative.”
Many industry professionals now use their platforms to advocate for ethical beauty, inclusivity, and beauty empowerment, redefining standards that once felt restrictive. Renowned artist Pat McGrath once stated, “Creativity is your best makeup skill — don’t be afraid to experiment.” Her philosophy reflects how makeup empowers individuals to express themselves without limits. Moreover, a growing consumer preference for natural and organic beauty products has driven MUAs and influencers to switch to more eco-friendly and sustainable options. This shift has encouraged beauty brands and entrepreneurs to develop formulations free from synthetic chemicals, emphasising natural ingredients.
Sustainable Beauty: The Future is Female
Women-led beauty brands are at the forefront of the sustainable makeup revolution, prioritising eco-friendly packaging, zero-waste beauty, and ethical sourcing. Companies like Forest Essentials, Earth Rhythm, Aveda, and Ilia Beauty, all women-led brands, are leading the charge with clean beauty formulations that are vegan, cruelty-free, and non-toxic. Consumers, especially women, are driving this shift, demanding transparency and sustainability from their products.
Prasanthy Gurugubelli, Founder of Daughter Earth, says, “Daughter Earth is a fusion of cutting-edge technology and Ayurvedic wisdom.” Prioritising R&D to develop clean and planet-friendly formulations and purpose-led products, the brand’s ethos revolves around kindness, conscious living, and efficacy.
The women entrepreneurs in the global makeup industry are proving that beauty can be both glamorous and responsible, where conscious choices are as important as the final look. Clearly, the future of beauty is ethical, inclusive, and green.
Cruelty-Free and Ethical Beauty: A Movement Led by Women
The rise of cruelty-free beauty is a testament to the ethical and compassionate choices of women-led brands. Brands like Charlotte Tilbury, Herbivore, and Rare Beauty are committed to PETA and Leaping Bunny certifications. Even Indian brands like Kay Beauty, Lakme, and Dime Beauty, are ensuring that no animals are harmed to create their products. But their impact goes beyond formulations — these companies influence policies, push for ethical beauty standards, and redefine industry norms. This movement is more than just skincare and beauty products; it represents a commitment to sustainability, wellness, and women’s empowerment.
Wrapping up
The popularity of makeup activism, cruelty-free beauty, and sustainable makeup shows that the industry is evolving to reflect values of empowerment and inclusivity. As we celebrate women this month, it’s time to support brands and influencers that align with these principles.
Every purchase and beauty choice contributes to a larger movement — one where beauty isn’t just about looking good, but also about doing good. At Uroparis, we are committed to 100% sustainable and cruelty-free practices, all in celebration of YOU.
